Why perform a UI/UX audit: benefits and techniques for a good start.

Kovalsky Stanislav

Ever wondered what is a design audit and why it’s worth spending money and time on it? The Glow Agency got all your answers covered.

So what is a UI/UX audit?

Let’s picture this. You own a company that sells books. You have a wide range of choices, from all publishing companies in all languages. The analytics show that a lot of people visit your website. Some of them surf the pages, choose and add products to the chart. However, only a few proceed with the actual purchase. So, what is the issue? Where should you start looking?

That’s when the audit comes into play!

First of all, it helps find usability problems. The goal is to see the common issues that stand in the way of users’ paths — like, for example, ordering and paying for a book. How to make it in just three clicks?

The visual appearance of your product (UI) is another significant aspect that is often underestimated. Why the aesthetic side is crucial, you can learn from these guys.

Back to the bookstore. Is the visual design coherent across all categories and stages? Can the client see the checkout page or there is a mix of colors around that disturb him?

The third point. A well-founded audit is a tool to improve the overall user experience, make it convenient and increase customer retention in one shot. Thus, as the owner of a bookstore, you deliver the best book choice for each customer.

Is it worth doing for my business?

It may be really surprising for you. The audit is suitable for both start-ups and big enterprise companies. The benefits for start-ups include preventing all possible mistakes at the very beginning of a project while bringing a positive experience for end-users. At the same time, big enterprises may get rid of any burdens or barriers that hinder them from taking over the world and making it a better place to live!

Okay, but what if you may have noticed some issues with the product. Don’t follow that misleading hope that it will sort itself out, or your income will get sufficient over time. Ignoring the problem might cause losing even more clients and income accordingly.

It might seem that such unnecessary things as audits will only waste your money and time. However, it’s actually the opposite: the audit helps you reveal the most painful issues that slipped out of your focus otherwise. At least, it will save several loyal clients and increase some revenue on the top.

Where do we start?

Ask these three questions:

  • What challenges do customers face using the product?
  • How do those challenges affect customer behavior?
  • Where is the moment when users give up and leave the product?

Fortunately, you can find and examine all the problems by using various audit methods — website and graphic design, UI, and UX approaches.

And what does the process look like?

Previously, we discovered why. Now let’s find out how the design audit is performed.

Here are some tools and metrics usually used during the process:

  • Traffic and conversion rates;
  • Users’ feedback;
  • Analytics;
  • UI/UX standards;
  • Business and Product indicators;
  • Usability heuristic;
  • Wireframes and prototyping.

Following the plan

We work out a detailed plan explaining each step to bring more transparency and clarity.

Step 1.Discovery

We have a discovery call with the client, digging into the logic of the product and the decisions, the owner made previously. We are learning which problems are enlisted and identifying the desired outcomes.

This step may vary. If it’s an existing product, we dive into analytics, define the target audience and take look at conversion rates, user flows, page clicks, and interactions. While with a start-up, we insist on conducting in-depth research on the market, competitors, potential customers, and their needs.

Step 2.Magic Design

So, what is “magic”? The data collected before is analyzed and used to determine weak spots. We create and define hypotheses to test with real users who give feedback on the product’s usability. Eventually, that’s how we find design flaws and malfunctions.

What audit techniques do we usually use?

UX audit

We examine each screen in detail, describing the problem areas. At this stage, we perform a so-called Flow Audit. For example, when the goal is to purchase an item, we check every step of the buying process, from registration to check-out.

UI Audit

At this stage, we’re searching for visual obstacles that are misrepresented or misunderstood. UI audit is not only about whether your website or application is attractive enough. It aims to fix the navigation and visual expression.

Graphic Design

Each product is different. So the goals of design audit differ as well. We offer a review of the current branding, illustrations, and visual patterns. Our team helps you gauge the brand guidelines, color palette, or illustration style.


Our decisions are backed by real-life experience. We perform different types of testing, from surveys and prototypes to forming focus groups with a specific audience. We collect feedback and constitute particular recommendations on how to improve the workflows.

Step 3. — Outcomes

The team offers both short- and long-term recommendations. After prioritizing the problems, we create a road map for design execution. Our team consults you on urgent issues that must be handled first. Moreover, we discuss the technical possibilities with the developers’ team.

You would get answers to essential questions such as:

  • What issues do users come across while interacting with your product?
  • Do they have challenges with functionality or navigation?
  • Where is the moment in users’ journey when they leave the website?
  • What do metrics show about users’ behavior?
  • What changes can you take in order to make your website or app perform better?

Our mission is to give different scenarios and help choose the most suitable one, be sure that you will get long-term design maintenance.

Need a second opinion when performing the audit?

It might seem that all the issues and challenges are obvious, and you are aware of them. However, an audit is something that can save you far more money and time in the long run.

Our team will be glad to polish your product, removing issues, odd features, and functions, and most importantly, saving a lot of your time!

If you ever need a UI or UX audit, feel free to email us at [email protected]. Leave the work for the professionals!

Thanks for reading! See you in the next article.